The ad was created by Leo Burnett London, an agency that has worked on campaigns for the company for over 20 years.

The advertising agency said in a statement upon the release of the ad that it was aimed at 20- to 44-year-olds and was trying to “generate affinity with the brand by reminding the audience what they love about McDonald’s.”

“In serving over 3 million people daily, a lot of human stories pass through McDonald’s doors every day.

“As we all know, life isn’t perfect, and life can be challenging. Hopefully this heartfelt story reflects that with the poignancy it deserves,” said Peter Heyes, creative director at Leo Burnett.

It appears some people connected with the ad in the way Leo Burnett hoped, describing it as “emotional.”